Consumers shop more at Christmastime than at any other time of year – and the latest research shows that shoppers prefer the convenience of online shopping. Motivation to go into physical stores has changed from purely transaction-based trips, to trips that focus on a more rounded leisure experience.
RadiumOne’s latest consumer research report – Christmas Insights 2017 – details digital marketing and product category takeaways for UK brands, retailers, and agencies.
- Understand Different Christmas Shopping Behaviours.
Our research demonstrates that there are three distinct phases across the shopping period – it’s vital for marketers to align promotions with these phases to best reach consumers at the right time with the right message.
- Black Friday Should Not Be Ignored.
In 2016, Black Friday saw sales peak over the entire Christmas shopping season. We expect to see similar results this year.
- Use Screens Strategically.
Mobile is key for gift research, but when it comes to purchasing, consumers favour converting via desktops and laptops.
- Dark Social is a Crucial Signal of Intent.
It’s a given that shoppers exchange content in the form of gift ideas and recommendations through “dark social” sharing channels (e.g., email and messaging apps), but consumers also act on dark social content by going on to purchase gifts and products.